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The ROI of resilience: Advertising through economic uncertainty 

An essential guide for marketers and procurement leaders planning for uncertain economic times.

When the economy stumbles, how should brands respond? Slashing media spend may feel safe, but history and data say otherwise.

In this essential guide from Ebiquity, in partnership with the World Federation of Advertisers (WFA), we cut through the chaos and deliver practical, evidence-backed advice to help marketers and procurement leaders turn market turbulence into long-term brand growth.

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Guide - The ROI of Resilience: Advertising through uncertainty
  • Why cutting spend could cost you more: Brands that maintain presence during downturns gain disproportionate market share when recovery hits.
  • 7 reasons to advertise now: From falling media costs to lasting brand effects—see why a downturn is a strategic opportunity.
  • How to optimise, not just reduce: Use advanced econometrics to reallocate spend, maximise ROI, and drive better outcomes—without increasing your budget.
  • Govern agency relationships wisely: Ensure transparency on fees, resourcing, and inventory media usage when scrutiny matters most.
  • 8 action points for marketers: From measurement recalibration to smarter buying, the guide delivers tactical steps that improve results fast.

Access the full whitepaper today

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